AMTP Proceedings 2012
A Generational Comparison of Economic-based and War-based Consumer Animosity: The Cases of U.S. Consumer Animosity towards China and Vietnam
Document Type
Conference Proceeding
Conference Track
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
Publication Date
2012
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Marketing literature suggests that unique marketing strategies are needed for each American generation (Moschis, 2003). The differences between the generational age cohorts are based upon values, preferences, and behaviors unique to each generation and were developed based upon individuals’ formative experiences shared as a generation (Smith and Clurman, 1997). The current study uses a historical context to examine American generations and their animosity towards China and Vietnam. While age has been identified as a factor to the development of consumer animosity (Klein and Ettenson, 1999), results support the hypotheses that it is not the age of the consumer, but the formative experiences and the type of indiscretion that leads to a consumer’s level of animosity towards a foreign country.
DOI
10.20429/amtp.2012.08
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Little, Joseph P.; Strupeck, C. David; Cox, K. Chris; and Little, Eldon L., "A Generational Comparison of Economic-based and War-based Consumer Animosity: The Cases of U.S. Consumer Animosity towards China and Vietnam" (2012). AMTP Proceedings 2012. 8.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2012/8
